On October 27, Condé Nast and eBay announced a multi-year global partnership aimed at enhancing the value of pre-loved and circular fashion and redefining its role in the modern fashion landscape. Through this partnership, eBay has been named Condé Nast’s official “Pre-Loved” Partner, as both companies present a shared vision that “the future of fashion is sustainable.”
This collaboration combines Condé Nast’s global cultural influence and media network with eBay’s more than 30 years of expertise in the pre-loved fashion market. Together, they seek to redefine pre-loved fashion as not only an environmentally conscious choice but also a refined and desirable expression of contemporary style, introducing new values to a next-generation audience.
Connecting Culture and Commerce Across Seven Global Media Brands
The partnership will span major markets including the U.S., the U.K., and Germany, activating through Condé Nast’s leading titles such as Vogue, GQ, Vanity Fair, Wired, Architectural Digest, Teen Vogue, and Glamour. Through these platforms, eBay will be repositioned as a hub for pre-loved fashion, creating new consumer touchpoints that bridge brands, culture, and audiences across regions.
This approach—organically integrating editorial content and commerce—epitomizes Condé Nast’s recent strategic evolution. By merging cultural storytelling with shoppable experiences, the company is building a new communication model that delivers brand worlds and fashion narratives directly to consumers.
From the Met Gala to Vogue World: A Legacy of “Culture × Commerce”
This announcement builds upon a long-standing collaboration between the two companies, following a series of high-impact cultural initiatives such as three consecutive Met Gala partnerships, Vogue World events in Paris, Hollywood, and London, and the inaugural Vogue Vintage Market.
Among these, the eBay × Twiggy campaign, launched in London in 2023, earned the Cannes Lions Award in the Luxury & Lifestyle category—marking the first win of its kind. The campaign was widely praised as a landmark example that elevated pre-loved fashion from a shopping choice to a new form of cultural value.
Alexis Hoopes, Vice President of Global Fashion at eBay, commented: “By partnering with Condé Nast, we’re reshaping circular fashion. By leveraging a historic influence on the fashion industry, and eBay’s selection and trusted marketplace, we are placing pre-loved at the epicenter of the fashion conversation, making it both sustainable and aspirational.”
Emily O’Hara, Vice President of Global Brand Marketing at eBay, added: “eBay offers an unparalleled selection of pre-loved fashion, making it easy for shoppers to uncover extraordinary pieces with rich stories and unique provenances. Condé Nast shares this passion for pre-loved and vintage, and its power to inspire more mindful, sustainable style. With this partnership, we’re championing a more circular fashion future.”
Doug Grinspan, Chief Business Officer of U.S. Sales & Global Key Accounts at Condé Nast, also noted: “This collaboration reflects our shared vision to inspire a new generation to embrace vintage and pre-loved as a defining expression of personal style. Together, we will tell compelling stories that celebrate fashion’s rich history while empowering our audiences to discover and shop authenticated treasures on eBay.”
VETTE: Redefining the Future of Commerce
In addition to this partnership, Condé Nast recently announced the upcoming launch of VETTE, a new commerce platform set to debut in early 2026. Designed to empower creators to build and manage their own digital storefronts, VETTE integrates AI-powered merchandising tools and a new revenue-share model, enabling brands and creators to collaborate and transform commerce into a cultural experience.
Condé Nast CEO Roger Lynch described the platform: “Over the last five years we’ve made investments in our commerce capabilities and have seen major growth every year as a result. Now, we’re building on that foundation with VETTE, a model that helps creators thrive and brands grow stronger connections with consumers. It’s a step that sets a new standard for what the future of commerce can be.”
Amid a broader industry shift where fashion media is evolving beyond storytelling to integrate culture, commerce, and technology, Condé Nast is positioning itself as a global leader driving this transformation.
Pre-Loved Fashion as the Next Luxury Frontier
Both the eBay partnership and the launch of VETTE signal Condé Nast’s transformation from a storytelling company into a cultural ecosystem that creates commerce.
As the fashion industry undergoes a dual transformation toward sustainability and digitalization, pre-loved fashion is no longer a relic of the past—it is rapidly emerging as the new definition of modern luxury.
This partnership underscores a broader movement in which the future of fashion growth lies at the intersection of circularity, culture, and creativity.
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